Najo.
Beyond the Brand:
Driving Non-Branded Traffic to NAJO
Najo, founded in 1986 by Jo Tory, is an Australian jewellery brand. The brand is committed to using only ethically sourced precious metals and gemstones of the highest quality. Najo collaborated with The Thoughtful Agency to maximise their e-commerce potential.
The SEO strategy implemented for NAJO aimed to elevate brand awareness, boost sales, and increase market share by focusing on the brand’s existing product offerings and optimising how they connect with potential customers at various stages of the buying process from a non-branded perspective. With the rising cost of paid media, there was a business objective to source new users to the website. Resourcing to be split between content, link building and technical hours. When the project had a SEO review in October 2023, these goals were set with the objective to be achieved by April 2024:
- Improve number of non branded keywords on Google’s first page by – from 724 to 900+
- Improve non-branded keywords indexed from 3,828 to 4,500+ in the next 6 months
In particular the new users that NAJO wanted to target were people interested in shopping local, purchasing artisanal, quality-crafted products from Australian owned businesses. Here’s a breakdown of the strategy:
1. Leveraging Search Data To Highlight NAJO’s USP
By utilising search data, NAJO optimises its SEO to align with specific customer search terms, emphasising its unique selling point as an authentic Australian brand. This approach boosts visibility and attracts higher quality, targeted traffic and allows the brand to appeal to customers looking for local products, whilst standing out in the competitive jewellery market.
2. Optimisation & Creation Of Collection Pages for Bottom of the Funnel (BOF) Users
The development of new collection pages specifically designed for BOF users is a strategic move to capture potential customers who are near the decision-making stage of their purchase journey. By optimising these existing pages with relevant keywords, such as ‘womens earrings online’ or ‘buy womens earrings’, NAJO can effectively increase conversions and drive conversion intent traffic. By creating new pages that were in alignment with search data & NAJO’s product offerings, e.g. Shop By Occasions & Shop By Metals & Gemstones, NAJO was able to improve keyword indexation and appear more visible on Google for relevant terms.
3. Blog Content Calendar for Top of the Funnel (TOF) Users
Our curated blog content calendar for TOF users boosts NAJO’s brand awareness and serves as a funnel for wider engagement through other channels. Covering topics from jewellery style and maintenance guides, these posts attract early-stage buyers and integrate them into targeted paid campaigns on Google and social media. By delivering valuable content, NAJO positions itself as a trustworthy leader, enhancing loyalty and ad effectiveness, and ultimately increasing conversion opportunities
Keyword & Content Strategy: By reviewing NAJO’s existing products and what users are searching for from a non-branded perspective, existing pages were optimised with relevant keywords & new proposed pages were created to target BOF traffic. On top of this, a blog content calendar was created to position the brand as an authority in the space and to target TOF users and queries (styling & cleaning guides etc).
Site IA Restructure: Through internal linking on onpage content, collection pages & pulling certain pages up in the navigation bar menu (Shop By Occasion & Shop By Metals etc), the site IA was revised, ensuring that users are able to find what they were looking for.
Link Building: Once pages have been optimised with SEO content, we built links to the collection pages with a focus on non-branded anchor text diversification.
Details of any challenges faced and how these were overcome
The primary challenge we faced was differentiating ourselves in a crowded market, particularly when it came to ranking for highly competitive keywords which were relevant to the business such as ‘earrings’. Throughout the SEO strategy Phase 1 targeted longer tail keywords which were less competitive and highlighted NAJO’s USP such as ‘womens earrings australia’. Over time, once we were ranking well for those longer tail terms, we started seeing traction for those shorter tail keywords. Phase 2 was ranking for ‘womens earrings’ and finally Phase 3 ‘earrings’.
- Our blog section has generated significant uplift in terms of clicks (868% uplift) and impressions (544% uplift), showcasing the value of content over a 6 month period.
- We have seen the number of non-branded keywords the site is indexed increase by 36% from October 2023 to May 2024.
- We have also seen the number of non-branded keywords on the first page improve by 60% from October 2023 to May 2024.
- New users to the site improved by 50% over a 6 month period.
- Revenue increased by 39% over 6 months.
